Quebec bans commercial advertising directed at children under thirteen. It is a rule specific to the province, stricter than anywhere else in North America, and it catches out brands arriving from elsewhere every time.

What the rule targets

It targets advertising designed to address children: the message, the way it is presented, and when and where it runs. It is not only about the product. A toy can be advertised, provided the advertising speaks to the adult who buys rather than the child who asks.

It applies to creator video too

A video published on a brand's channels and pushed as a paid ad is commercial advertising. The format changes nothing. A creator who addresses the child directly, or tells them to ask a parent for the product, puts the brand in a place it did not want to be.

How to film anyway

You show the use, you show the reaction, you speak to the adult. The product can appear in a child's hands without the message being addressed to them. The difference sounds subtle and it is exactly the one the consumer protection authority looks at.

Filming a minor is a separate question

If a child appears on camera, you need written authorisation from the parent or guardian, obtained before filming, and a decision about what is shown of their surroundings. That is distinct from the advertising question and it is solved the same way: in writing and in advance.

The sensible reflex

Have the concept reviewed before producing, not after. A campaign refused after the shoot costs the whole production, and the Quebec rule is unusual enough that an out of province agency can miss it in good faith.

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Frequently asked questions

Can a toy be advertised in Quebec?

Yes, by addressing the adult.

Does the rule cover social media?

Yes, it is commercial advertising.

Can a child appear?

Yes, with written parental authorisation.

When should it be reviewed?

Before production, never after.